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In order to operate and stay in the market for long, one has to understand and analyze the marketing environment and its components properly.An understanding of the external and internal environment is essential for planning for the future.It also includes other pressure groups and agencies which influence or limit the working of the industry and/or the business in the society.The social-cultural aspect of the macro-environment is made up of the lifestyle, values, culture, prejudice and beliefs of the people. Every business, no matter how big or small, operates within the marketing environment.Its present and future existence, profits, image, and positioning depend on its internal and external environment.The business environment is one of the most dynamic aspects of the business.
The macro or the broad environment includes larger societal forces which affect society as a whole.
While the internal environment can be controlled, the business has very less or no control over the external environment.
The internal environment of the business includes all the forces and factors inside the organisation which affect its marketing operations.
The external environment is further divided into two components: micro & macro.
The micro or the task environment is also specific to the business but external.
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The marketing environment of a business consists of an internal and an external environment.